This papers examines the structural implications of demand shifts in free-e
ntry oligopoly equilibria. The model generalizes the conjectural variations
framework to consider asymmetric firm conjectures, allows for the possibil
ity of cost differences across firms, and endogenizes conditions of entry a
nd exit in the industry. In non-competitive environments, changes in incumb
ent output and industry profitability are inversely-related to changes in t
he equilibrium price following a demand shift. In response to rotations of
demand through the equilibrium point, changes in profitability are positive
ly-related to changes in industry concentration and, when marginal costs ar
e non-decreasing, inversely-related to changes in market power. (C) 1999 El
sevier Science B.V. All rights reserved.